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AXE - The Neighbour

AXE

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The Neighbour

AXE Turns Up the Awkward and the Fragrance in Surreal New Ad for Shower Gel

2025

Campaign

Production

Advertising

Strategy

AXE, the iconic brand known for redefining masculine grooming, is launching a bold new shower gel line — and introducing it with a film “The Neighbour”. The campaign, produced by CZAR and directed by Lionel Goldstein, will debut in Germany before rolling out across additional European markets later this year.
Set in the cluttered-yet-charming apartment of a young bachelor, the film opens with him mid-shower, as the nostalgic German hit “Oma, so lieb” by Heintje plays in the background. When the water suddenly cuts out, a simple search for plumbing salvation evolves into a surreal and unforgettable encounter.

AXE continues to challenge conventions in the personal care space with unexpected storytelling. A brand that proves once again that confidence (and a good scent) can take you anywhere.

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"AXE unveils bold new shower gel with a cheeky and charming campaign"